The rise of electronic music on TikTok represents another fascinating parallel in the music industry. As the Gallagher brothers are taking over the world’s stadiums this summer, TikTok users are embracing a different beat. The data on TikTok reveals that the electronic music soundtrack has gained massive traction among users, surpassing indie and alternative for the first time in 2024. The social media platform reported over 13 billion views of videos tagged #ElectronicMusic worldwide last year, with an impressive 45% increase from 2023. Moreover, videos created with the electronic music tag have seen a staggering growth of over 100% during the same period.
What’s Behind the Surge?
TikTok’s head of music partnerships for the UK and Ireland, Toyin Mustapha, attributes the success of electronic music to several factors. Firstly, the rise of British artists such as Disclosure and Joel Corry has made electronic music more mainstream and accessible. Mustapha states, “Dance music has become more accessible and big in the commercial sphere. We are seeing the breaking down of boundaries for artists, and TikTok is part of that.”
Furthermore, the platform’s algorithm has also played a significant role in promoting electronic music. Users are turning to electronic music as a soundtrack for specific types of video clips, such as sport, fitness, and fashion. Additionally, the genre has gained popularity with travel content and summer holiday recaps.
Electronic Music’s Entry into the Mainstream
TikTok’s popularity has contributed to the electronic music’s entry into the mainstream. As stated by Mustapha, “We are seeing the breaking down of boundaries for artists, and TikTok is part of that.” The success of British artists like Adam Port and Pawsa has underlined the genre’s appeal. Their tracks, such as Adam Port’s Move and Pawsa’s Dirty Cash (Money Talks), have reached the top 10 in the UK charts and have been streamed millions of times on TikTok.
Supporting Emerging Artists
TikTok has become a vital platform for breaking and supporting new music artists. One notable example is Fred Again, whose headlining sets at the Reading and Leeds festivals have cemented his status as an electronic artist. Moreover, the platform has also been instrumental in the success of British DJs like Hannah Laing and Billy Gillies. Laing, known as the queen of “doof,” has launched her own festival and label, while Gillies has built a strong following on the platform.
Mainstream Chart Success
The success of electronic artists on TikTok has not only been reflected in festival bookings but also in mainstream chart success. Jazzy became the first female Irish act to reach No 1 in Ireland in over a decade, while another British DJ, Billy Gillies, has achieved significant chart success with his hits like DNA (Loving You).
TikTok’s Algorithm
The algorithm plays a significant role in promoting electronic music. Users tend to tag the genres of music, especially electronic music, which shows the community they are trying to build and are part of. As stated by Mustapha, “TikTok users tend to tag the genres of music, especially genres like electronic music. It shows the community they are trying to build and are part of, and electronic music is very much a community-led thing.”
Global Trends
The trend of electronic music on TikTok is not limited to the UK. The genre has seen significant growth globally, with Spotify reporting an average of 18% increase in streams of dance and electronic music since 2000. Moreover, streams of drum’n’bass have risen by 94% since 2021.
Back to the Future: Revival of Old Tracks
Another fascinating trend on TikTok is the revival of old tracks. Users have set a new high for the use of old tracks in British posts, with over 19 out of 50 top tracks in 2024 being more than five years old. Popular back catalogue tunes include Sade’s Kiss of Life and Sophie Ellis-Bextor’s Murder on the Dancefloor.
A Global Phenomenon
The trend of electronic music on TikTok is a global phenomenon, with over 20 of the top 50 tracks worldwide coming from back catalogues. The 1980s hit Forever Young by the German synth-pop band Alphaville tops the list, followed by other classic hits like Madonna’s Like a Prayer and The Killers’ Mr. Brightside.
“The rise of electronic music on TikTok represents another fascinating parallel in the music industry. As the Gallagher brothers are taking over the world’s stadiums this summer, TikTok users are embracing a different beat.”
In conclusion, the rise of electronic music on TikTok represents a significant shift in the music industry’s landscape. The data and trends showcased above demonstrate the genre’s growing popularity and mainstream appeal. As TikTok continues to play a vital role in promoting emerging artists and breaking new music, it will be exciting to see how the genre evolves in the future.
The Future of Electronic Music on TikTok
As TikTok continues to grow and evolve, it will be interesting to see how the genre of electronic music continues to shape its platform. Will the platform continue to promote emerging artists and break new music, or will the trend shift towards more established acts? Only time will tell, but one thing is certain – the rise of electronic music on TikTok is here to stay, and it’s going to be a wild ride!
